Yours in abject confusion, Ben

The more we drive it, the less we understand what Seat thinks it’s up to with the Ateca from its Cupra sub-brand. By Ben Whitworth

After six months and 5247 miles I’m still not sure what to make of the Cupra Ateca. It’s an immediately familiar car with an odd logo that follows a traditional and very well-trodden performance upgrade path. Its combination of presence and performance should work a treat, but in reality leaves me oddly indifferent.

Let’s start with the good stuff. The Cupra is a brisk, versatile, well-equipped and easy-to-livewith family car. Hardly surprising when you hook up the rather excellent Ateca to the equally excellent powertrain from the Golf R. For this price, there’s nothing in the same style that comes close to matching its eyeball-flattening performance. It annihilates corners far better than a highriding 1615kg SUV has any right to. It’s spacious, its infotainment, convenience and safety features are all top-drawer, and it’s free of ergonomic quirks and – execrable badge aside – design foibles. The not so good news centres on economy and comfort. Drive the Seat with any degree of intent and consumption plummets below 25mpg. Even when handled very gently, the Cupra just scrapes into the low 30s. The ride quality on even the softest setting is too firm for our pocked and acned roads, and painful in Cupra mode.

The biggest issues, however, are the intangibles. There’s no steely glint in the Ateca’s eye, neither sparkle nor elevated level of driving engagement. It feels inert and stolid even when you give it the full beans.

What disappoints the most is how much the Cupra smacks of quick and emotionless marketing.

It doesn’t come across as special or bespoke, the way the first-outof-the-blocks model for a new performance brand should feel. Instead, it strikes you as a rushed Friday-afternoon pick-and-mix of VW Group chassis, drivetrain, componentry and technology.

Perhaps the biggest problem is the Cupra’s naming convention. Had it been launched as an Ateca Cupra, our familiarity with Seat’s in-house performance sub-brand – and its attendant expectations – would have perhaps cast a more flattering light on the Ateca. But that’s very different to a Cupra Ateca.

Am I reading too much into this? Possibly, but when Seat describes Cupra as a marque ‘born to captivate car enthusiasts around the world’ and one that will ‘conquer a new group of car lovers’ you do tend to recalibrate your anticipation gauge accordingly.

Cupra’s electric Tavascan and hybrid Formentor concept cars hint at a more interesting future. But this is a tepid first arrival.